Step 3: Understand your customers' needs

While there are general principles of good customer service, tourism businesses can serve a diverse range of customers from all over the world whose needs may vary.

Having a detailed understanding of who your customers are will help you identify their needs and develop ways to improve customer service standards for your business.

There are different ways to research your customers, including:

  • surveys
  • focus groups
  • brand, price and concept testing
  • mystery shoppers.

Having an understanding of your market and your competitors can also drive you to improve service standards.